Ad Ex Europe … and why is this guy saying that it is important to have one and to understand how to use it Zoran Savin IAB Europe vicepresident

IAB Ad Ex study 2006 About the study Methodology Full results Ad Ex in your country

About the study

Methodology

Full results

Ad Ex in your country

About the study Every IAB runs a benchmark study 2006 IAB Europe compiles studies Different approaches country by country Figures collected Net/Gross/Ratecard? Formats measured Classifieds? Search? Email? First tip: Make it Gross

Every IAB runs a benchmark study

2006 IAB Europe compiles studies

Different approaches country by country

Figures collected

Net/Gross/Ratecard?

Formats measured

Classifieds? Search? Email?

First tip: Make it Gross

A clear overview of European markets Tackle comparability issues Adjustments Filling data gaps PwC partnership Ongoing process

Tackle comparability issues

Adjustments

Filling data gaps

PwC partnership

Ongoing process

Methodology

Methodology Received 2006 data from local IABs Had to make comparable All formats reported Gross Exclusion of mobile Exclusion of e-commerce transactions Needed to adjust data where not comparable Needed to add estimates for non-collated data Second tip: Try to break it down by type and category

Received 2006 data from local IABs

Had to make comparable

All formats reported Gross

Exclusion of mobile

Exclusion of e-commerce transactions

Needed to adjust data where not comparable

Needed to add estimates for non-collated data

Second tip: Try to break it down by type and category

Adjusted data 20.9% of the total Adjusted data to reach a comparable figure: Estimating gross where collated net / ratecard Extracting e-commerce income where stated Adjustments made based on: Input from local agencies and contributors Available market information If ratecard / net to gross 15% or less not counted as adjusted

20.9% of the total

Adjusted data to reach a comparable figure:

Estimating gross where collated net / ratecard

Extracting e-commerce income where stated

Adjustments made based on:

Input from local agencies and contributors

Available market information

If ratecard / net to gross 15% or less not counted as adjusted

Estimating data where it is not collated 13.9% of the data For some countries, not all formats are reported Display is reported by all IABs Classifieds, Search and Email are not always reported Have taken: Average % of total for countries that do report this Tested figure against industry specialists and publicly available information Third tip: Estimation is better than darkness

13.9% of the data

For some countries, not all formats are reported

Display is reported by all IABs

Classifieds, Search and Email are not always reported

Have taken:

Average % of total for countries that do report this

Tested figure against industry specialists and publicly available information

Third tip: Estimation is better than darkness

Estimating data where it is not collated Search: 51.1% share of local market (Greece and Netherlands) Classifieds: 21.2% share of local market (Austria, Croatia, France, Germany, Netherlands) Email: 1.6% share of local market (Austria, Finland, France, Germany, Netherlands, Slovenia)

Search: 51.1% share of local market

(Greece and Netherlands)

Classifieds: 21.2% share of local market

(Austria, Croatia, France, Germany, Netherlands)

Email: 1.6% share of local market

(Austria, Finland, France, Germany, Netherlands, Slovenia)

Results

Total Market Size Source: IAB Europe/PricewaterhouseCoopers € 7,992 million

Total split by actual, adjusted and estimated data Source: IAB Europe/PricewaterhouseCoopers Actual Estimated Adjusted

Total for each country Source: IAB Europe/PricewaterhouseCoopers Millions

Market Share by Format Source: IAB Europe/PricewaterhouseCoopers

Share of European Market by country Source: IAB Europe/PricewaterhouseCoopers

Share of European and US Markets Source: IAB Europe/ IAB US/ PricewaterhouseCoopers

Expenditure per user Source: IAB Europe/ IAB US/ PricewaterhouseCoopers/ www.internetworldstats.com/Stats 4 Average European investment = €39.1 per active user

Market share* in 7 highest value markets Source: IAB Europe/PricewaterhouseCoopers/WARC * Calculated using IAB Europe data as % of total advertising market value (WARC data)

New Developments for 2007 data Industry categories New partnerships More countries Forecasting element Country factsheets

Industry categories

New partnerships

More countries

Forecasting element

Country factsheets

… in your country

So why it is important to have one?

Investments cycle AdSpend Online audience mesurement Investments

How to set up a Ad Ex research? Reported by: Agencies Media All involved in the process Gathered by: JIC (IAB, other organisations,..) Approved by: Research partner Last tip: Just do it!

Reported by:

Agencies

Media

All involved in the process

Gathered by:

JIC (IAB, other organisations,..)

Approved by:

Research partner

Last tip: Just do it!

Re-cap IAB Ad Ex study to be released every year It will incorporate forecasts for different countries It is an important step for IAB Europe Try to set up an Ad Ex study in your country And let your industry grow…

IAB Ad Ex study to be released every year

It will incorporate forecasts for different countries

It is an important step for IAB Europe

Try to set up an Ad Ex study in your country

And let your industry grow…